For this Father's Day, Dockers shifts from humor to heartwarming
Families talk #AllAboutDad in emotional new campaign from clothing retailer
Dockers has a long history of creating comical spots that honor dads — Taye Diggs has rapped about dads getting "down with their dad self" and a PSA warned people about the tragedy of "dad pants." This time, the clothing brand takes a more emotional approach. Groups of families (made up of employees and friends of the brand) share their fathers’ advice, recall memories and describe their dads as "Superman" and "nurturing." At the end, a man with tears in his eyes says, "I want to tell my dad — I am who I am because of him." The 1:47 video will run online and on social media. Dockers also wants to hear #AllAboutDad from others. Those that share something about their father at will be entered to win a trip for two to San Francisco.